Organisational Culture as a Moderator of the Relationship Between Social Media Use and Employee Productivity in Public Colleges of Education in Ogun State

Abstract

Educational institutions increasingly rely on digital technologies and social media platforms to facilitate communication, collaboration, knowledge sharing, and administrative efficiency. However, the influence of workplace social media use on employee productivity remains inconclusive, with empirical studies reporting both positive and negative outcomes. These inconsistencies suggest that organisational factors may shape how social media affects employee performance. This study, therefore, examined the moderating role of organisational culture in the relationship between social media use and employee productivity among employees of the Federal College of Education, Abeokuta, and Sikiru Adetona College of Education, Science and Technology, Omu-Ijebu, Ogun State, Nigeria. The study adopted a quantitative research approach using a descriptive survey design. Data were collected from 299 full-time academic and non-academic employees selected through proportionate stratified random sampling from a population of 1,190 staff across the two colleges. A structured questionnaire with satisfactory internal consistency (Cronbach's alpha values ranging from 0.84 to 0.88) was used to collect data. Descriptive statistics and hierarchical multiple regression analysis were employed to analyse the data at the 5% level of significance. The findings revealed that social media use (B = 0.635, β = 0.470, p < .001) and organisational culture (B = 0.263, β = 0.305, p < .001) each had significant positive effects on employee productivity. More importantly, the interaction between social media use and organisational culture was statistically significant (B = 0.013, β = 0.753, t = 1.985, p = .048), confirming that organisational culture significantly moderates the relationship between social media use and employee productivity. The results indicate that supportive organisational cultures characterised by accountability, effective leadership, collaboration, and responsible digital practices strengthen the positive contribution of social media use to employee productivity. The study extends Schein's Organisational Culture Theory by demonstrating that organisational culture functions not only as an organisational characteristic but also as a contextual mechanism that shapes the productivity outcomes of workplace social media use. The findings provide practical evidence for educational administrators and institutional leaders seeking to maximise the benefits of digital technologies through supportive organisational cultures and effective digital governance. The study recommends that Public Colleges of Education institutionalise responsible social media policies, strengthen organisational cultures that promote collaboration and accountability, and invest in the continuous development of employees' digital competencies to enhance productivity.